Olympus Puts $13 Million Creative, Media Account in Review

Incumbent Martin Parts With Camera Maker

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NEW YORK (AdAge.com) -- Olympus America is putting its $15 million creative and media account into review. The business is now at Interpublic Group of Cos.' Martin Agency, Richmond, Va.
Olympus trails rivals Canon, Sony and Kodak in the U.S. for digital cameras.
Olympus trails rivals Canon, Sony and Kodak in the U.S. for digital cameras.

According to a spokesman for Martin, the shop has had an annual contract with Olympus since May 2002. In a recent review of the contract between the agency and the camera marketer, the agency decided not to renew, feeling it no longer fit the needs of Olympus' changing focus.

Executives at Olympus could not be reached for comment.

According to TNS Media Intelligence, the Center Valley, Pa.-based camera company spent $13 million in 2005 across TV, magazines, newspapers and the internet. While Olympus is well-known for sponsorships such as the Olympus Fashion Week in New York, rivals Canon, Sony and Kodak are bigger digital camera makers in the U.S.

The review is being conducted by A-Team Advertising Advisors, which did not return calls at press time.